@article{ref1,
title="Influencing college student drinking intentions with social norms and self-schema matched messages: differences between low and high self-monitors",
journal="Health marketing quarterly",
year="2015",
author="Miller, Megan M. and Brannon, Laura A.",
volume="ePub",
number="ePub",
pages="297-312",
abstract="College students were exposed to either a self-schema matched message (emphasizing how binge drinking is inconsistent with personal values) or a social norms message (highlighting the true normative drinking behavior of peers). As predicted, low self-monitors intended to drink significantly less alcohol if they received the self-schema matched message versus the social norms message, and high self-monitors intended to drink less if they received the social norms message versus a self-schema message. While previous research supports both techniques for marketing responsible college student drinking, the current results suggest that each method may be especially effective for certain audiences.<p /> <p>Language: en</p>",
language="en",
issn="0735-9683",
doi="10.1080/07359683.2015.1093877",
url="http://dx.doi.org/10.1080/07359683.2015.1093877"
}